I feel that Mixue Bingcheng is not doing the right thing, because Mixue Bingcheng mainly operates milk tea, rather than engaging in various capital concepts.

As for the brand Mixue Bingcheng, although Mixue Bingcheng has always stated that its business philosophy is to make good milk tea, what Mixue Bingcheng does is to exploit various capital concepts. , capital operations are carried out in this way. Mixue Bingcheng had previously stated that it would not be listed on the stock market, but it regretted it a month later and was very likely to be listed on the Hong Kong stock market. To a certain extent, if a milk tea brand cannot focus on milk tea, the brand itself will be suspected of making money.

1. What is going on?

After the concept of the Metaverse became more popular, Michelle Bingcheng successively registered many Metaverse trademarks related to Michelle Bingcheng, in this way to seize the Metaverse market. To a certain extent, this operation itself has nothing to do with Michelle Bingcheng’s milk tea, and there is no connection between the Metaverse and Michelle Bingcheng.

2. I think Mixue Bingcheng is conducting capital operations in this way.

To a certain extent, what Mixue Bingcheng does is not to run the brand well, but to make money by hyping various concepts. The reason why I say this is mainly because Mixue Ice City blindly expands in this way. If a brand does not focus on its own products, but focuses on chasing various hot events, such a brand is destined to not be a good brand.

3. What is my personal opinion?

Personally, I think a milk tea brand has nothing to do with the Metaverse. If a milk tea brand wants to make money through various capital operations, this brand is destined to fail in the long run. For many domestic brands, these brands simply do not regard long-term business operations as their goal. When these brands become bigger, these brands will immediately reveal their true colors of money-making. I think everyone needs to look at the Mixue Bingcheng brand objectively.